[Jewelry making - Article 00939] - Re: [Orchid] How has it been for everybody else?

[David L. Huffman]

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>     Appeal to the need for people to feel special or different. Stroke
>     their psychological pleasure zones. >... if you expect to see them
>     again it must be backed up with real quality and service. 

    Neil has it exactly right. Sounds like what I've come up with.
    Here's my three key points. 

    1. Don't compete downward. You're wasting you time competing with
    cheap, mass produced junk. Repair it if you need to, but don't buy
    it, make it, or worry about being all things to all people. You carry
    that crap, you'll get the customers that go with it. 

    2. Jewelry is a personal and emotional purchase. You need to make
    every customer feel special and secure in the sales environment. Make
    sure you are more concerned with their satisfaction than you are in
    making the sale. They will know if you are not sincere, so don't fake
    it. 

    3. Every piece of jewelry you work on, whether it's a $10,000
    platinum and diamond original or a repair on piece of sentimental
    costume jewelry, must be approached as if you will be judged on the
    quality of your work by a professional. You be that professional. Use
    your highest standards at all times. After all, it's not about the
    value of the jewelry, its about the value of the customer. 

    What I'm saying may sound like I'm ignoring the need to "think
    profits" but I've had the experience to know, it's not only the best
    long range plan that will help you thrive, it's the only thing left
    to us independents. It's the only thing the big box stores won't pay
    for their people to provide. Hence, "quality product and service is
    the last untapped market" in this new age of throw away goods. 

David L. Huffman.
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